Now I would be willing to bet that your eyebrow just raised or you had
some sort of knee-jerk reaction to what I just said. I can’t
blame you. But, I will tell you this… As we proceed, it will
become very evident to you how the ‘Strategy of Pre-Eminence’
led me to discover this ‘black-hole’ in the majority
of independent American retail operations nationwide and why I feel
it is my duty to share it with you!
Where are the experts? Why didn’t someone point this out years ago?
Why have I been wasting all this money? Why? Why? Why?!?!?
The last time you needed some marketing assistance, who did you call?
A marketing company, an advertising agency, a cable T.V. station
maybe? If you are like the rest of the Fast Lube operators out there
you have built your business on a steady diet of the ‘everybody-knows-monthly-marketing-money-vacuum’.
You know, Yellow Pages, Radio, T.V., Newspaper, Local High School
Calendars and every other nickel-and-dime ad opportunity that has
been brought through your front door by an unannounced, door-to-door
sales-person. Let’s be clear that I do not think advertising
is a bad idea. I just think that it is a shame that not one of those
‘marketing’ people you buy all of your monthly ads from
has ever been able to identify this ‘black-hole’ I keep
There are several reasons why no one ever bothered to point this
out to you; they didn’t
know, they couldn’t know, but more importantly… they
didn’t care. That’s right, I said it!
They didn’t care… Most of these people you rely on to
promote your business have one thing on their mind and it is not
your ‘throughput’. It is their quota, commission or
the utilities that are going to be cut off if they don’t make
a sale. Now, to be fair, I have to point out that this is NOT their
fault! They really don’t know –and their company would
fire them if they ‘did the right thing’. I hate to say
it, but it is epidemic. Let’s imagine for a minute that someone
really did care. Do you think the rep from the ad agency is going
to say “Mr. Operator, I think you should reduce your advertising
budget and re-invest some of that money in your location. You could
really make your advertising dollar go a lot farther if you focused
on bringing people in off the street, when they are driving by,
fifty feet from your cash register instead of hitting them tonight
when they are at home watching T.V. in their underwear”?
Forget it… it will never happen.
Hard Fact Of Advertising Life #1: Advertising agencies rely
on clients that put their budget into a rotating assortment of advertising
media that bring the agency the highest possible commission or ‘kick-back’.
I am not picking on anybody. It is just a fact of life.
I am obviously pointing to the fact that you have thousands and
thousands of people passing by your Fast Lube every single day.
The average facility has 40,000 cars per day driving by, fifty to
a hundred feet from their location (go ahead, go outside and count
‘em!). With all of that ‘golden-opportunity’ flowing
by your facility daily, why are you trying so hard to bring people
‘to your location’? They are already there!
Think about it… what could be crazier than spending a small fortune
on ‘off-site’ advertising to bring people to your business
when there is already a massive
flow of new customers right out in front of YOUR
The Million Dollar Question:
I’ve Got This ‘Cash-Flow-River-Of-Opportunity’
Driving Right Past My Facility Everyday… How Can I Get More
Attention, Stop ‘em Dead In Their Tracks And Make ‘em